Delivers Auto Buyers in Harrisburg 1
107,079 Harrisburg residents plan to spend $1.2 billion on vehicles this year 29,224 Harrisburg residents plan to buy a new 78,403 Harrisburg residents plan to buy a used vehicle – at an average price of $24,614 vehicle – at an average price of $12,507 Harrisburg new Harrisburg used New model Used model auto buyers auto buyers Sport utility vehicle 8,805 Sport utility vehicle 31,665 Full-size car 6,351 Pickup truck 17,554 Pickup truck 6,196 Van or mini-van 15,031 Midsize car 5,924 Midsize car 14,024 Van or mini-van 3,384 Full-size car 10,254 Compact car 1,967 Compact car 9,453 Luxury vehicle 1,470 Hybrid or electric vehicle 2,720 Hybrid or electric vehicle 520 Luxury vehicle 2,083 Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
Cumulus Media reaches nearly 1 out of 3 auto buyers in Harrisburg, spending over $686 million per year Cumulus Media reaches more than 40,677 auto buyers in Harrisburg. Cumulus Harrisburg Cumulus Harrisburg New model Used model new auto buyers used auto buyers Sport utility vehicle 5,111 Sport utility vehicle 14,758 Full-size car 3,879 Pickup truck 7,048 Pickup truck 2,324 Midsize car 6,504 Luxury vehicle 1,470 Van or mini-van 5,360 Midsize car 1,440 Compact car 2,488 Van or mini-van 1,055 Full-size car 2,401 Compact car 0 Hybrid or electric vehicle 1,831 Hybrid or electric vehicle 0 Luxury vehicle 791 Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
Cumulus Media’s audience mirrors the automotive profile of the Harrisburg market Cumulus % of Cumulus Top 20 auto brands among Top 20 auto brands in Harrisburg % of Harrisburg Harrisburg Harrisburg Cumulus Harrisburg listeners Harrisburg market owners population owners listeners Chevrolet 132,791 24% Chevrolet 50,367 26% Ford 124,660 23% Ford 41,251 22% Honda 89,725 16% Honda 33,153 17% Toyota 77,989 14% Toyota 31,416 16% Jeep 46,714 9% Jeep 21,197 11% Volkswagen 45,657 8% Volkswagen 19,335 10% Dodge 40,375 7% Dodge 15,792 8% Nissan 38,872 7% Nissan 15,364 8% Hyundai 32,582 6% Subaru 13,834 7% Ram 32,208 6% Ram 13,669 7% Mazda 31,945 6% Kia 12,537 7% Subaru 30,536 6% Mazda 11,196 6% Kia 27,458 5% Hyundai 10,601 6% Chrysler 22,414 4% Chrysler 8,995 5% Buick 20,838 4% Pontiac 8,057 4% Pontiac 18,872 3% Saturn 6,238 3% Saturn 13,588 3% Mitsubishi 5,171 3% GMC 10,020 2% Buick 4,275 2% Lincoln 6,252 1% Mercedes 2,704 1% Mitsubishi 6,141 1% Volvo 2,569 1% Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
New auto buying preferences of Cumulus Media listeners are similar to the Harrisburg population Reason dealer was chosen to buy/lease % of Harrisburg population % of Cumulus Harrisburg last new vehicle audience Financing through dealer 8% 9% Location 20% 21% Previous business with dealer 13% 13% Price - value 26% 26% Reputation of dealer 15% 13% Selection of makes/models 18% 17% Service 14% 13% Warranty 7% 8% Other reason 4% 4% Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
Used auto buying decisions of Cumulus Media listeners are similar to the Harrisburg population Reason dealer was chosen to buy/lease % of Harrisburg population % of Cumulus Harrisburg last used vehicle audience Financing through dealer 6% 8% Location 12% 14% Previous business with dealer 6% 5% Price - value 23% 29% Reputation of dealer 10% 11% Selection of makes/models 10% 13% Service 8% 10% Warranty 5% 8% Other reason 6% 7% Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
Harrisburg residents and Cumulus Media listeners are willing to drive to buy their car Most Cumulus Media listeners traveled more than 10 miles for their last new or used car purchase Miles traveled to buy/lease % of Miles traveled to buy/lease % of % of Cumulus % of Cumulus last new vehicle (among Harrisburg last used vehicle (among Harrisburg Media audience Media audience new vehicle buyers) population used vehicle buyers) population Less than 10 miles 36% 37% Less than 10 miles 36% 37% 10-19 miles 35% 37% 10-19 miles 22% 23% 20-29 miles 15% 13% 20-29 miles 19% 19% 30+ miles 15% 13% 30+ miles 23% 21% Source: Harrisburg; Scarborough R2 2016: Oct15-Oct16; Metro; P 18+; Cumulus Harrisburg = WWKL-FM, WZCY-FM, WNNK-FM, WQXA-FM, WHGB-AM Nielsen Audio Retail Spending Power: Harrisburg; FA16/SU16; Metro; M-Su 6a-12m; P 18+
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